SIX GOOD Mosquito Repellent

Design Statement
Jia Hua Group, a pioneer in China’s household chemical industry, sought to refresh its classic mosquito repellent. Originally packaged in large glass bottles unsuitable for outdoor use, the product was redesigned to align with modern active lifestyles. The new compact spray—shaped like a cute “goose egg”—combines minimalist branding with a playful “Six God” name for instant recognition and humor. This innovation sparked widespread social media buzz and rapidly boosted sales.
Creative Concept
To reconnect with young consumers, we transformed Liushen from a functional item into an emotional accessory. The “Cooling Egg” concept introduces a soft, anthropomorphic egg form with a wearable lanyard, repositioning it as portable “mosquito-repellent perfume” that blends utility with shareable appeal.
Form Design
A 63mm double-curved egg shape ensures ergonomic comfort, while the form evokes gentleness and protection. The wearable lanyard adds fashion and portability, appealing to Gen Z. Anti-slip textures and UV-resistant coatings ensure durability across outdoor scenarios.
Functional Design
We developed a three-tier visual system—Memory, Interaction, Resonance—to communicate brand value within a 3cm³ space. Capacity was reduced to 48ml using biodegradable PET, enhancing portability. An eco-green hue suggests natural ingredients, and practical details like silicone sleeves and lanyard options improve usability.
Differentiation
The redesign shifted Liushen from a functional brand to a culturally expressive identity with high visual memorability and social sharing appeal. It successfully engages younger audiences and transitions brand value from “tool attributes” to “emotional connection.”
Sustainability
Compact sizing lowers transportation emissions. The inner bottle uses biodegradable PET, and refillable perfume options extend packaging life, balancing ecological responsibility with practical design.